Xi Jie Fried String

About Xi Jie Fried String

Xi Jie Fried String, operating under its parent company Nanjing Wubianjie Catering Management Co., Ltd., is a prominent fast-casual dining enterprise in the Chinese street food sector. Established on April 8, 2018, with Wang Kuankuan as the legal representative, the company has rapidly expanded its footprint, capitalizing on a model that emphasizes small-footprint stores and franchise operations to ensure swift, scalable growth.

The core of Xi Jie's business is the sale of fried food skewers, a popular snack category. The company has carved out a distinct market position by modernizing the traditional street food concept. It targets a younger demographic, primarily consumers aged 18-35, by establishing its stores in core urban business districts and leveraging a trendy, retro-Chinese branding aesthetic that encourages social media engagement. This strategy addresses common consumer concerns about the hygiene and safety of conventional roadside stalls, offering a more reliable and branded alternative in a market segment that has historically been fragmented.

The business model is a vertically integrated system encompassing a catering chain, food research and production, marketing, and brand development. Revenue is primarily generated through its extensive franchise network. The company provides significant support to its franchisees, including standardized product development, a robust supply chain with self-owned factories and numerous distribution centers, operational training, and marketing systems. This structure allows for rapid market penetration and operational efficiency. The product itself is designed for convenience, positioned as "walking food" suitable for take-out, which aligns with modern consumer habits.

As of recent reports, the chain boasts over 2,000 stores and has achieved significant sales milestones, indicating strong market acceptance. The company has successfully completed multiple funding rounds, including an A+ round in October 2022, attracting investment from venture capital firms like Source Code Capital. This financial backing underscores investor confidence in its scalable franchise model and its ability to professionalize a traditional segment of the food industry.